Nathaniel Ru and his friends while still at the university had problems in finding a healthy place to eat that was also fun and easy. One of the perfect places they dreamed of was a 560 square foot tavern on M street.
After six good years, their dream turned into a reality when they established an eatery at the exact location they had dreamt of before. The eatery Sweetgreen is a 21-store farm and a table style restaurant.
The landlord of the premises where the Sweetgreen restaurant sits turned out to be the landlord of the apartment where Ru and his friends lived. At first, Ru and his friends tried to reach her and to sell their idea of renting the place, but she ignored them. Ru and his friends kept persisting and finally she agreed to meet them and bought their idea.
After going through the process of finding an architect and some business backers, a deal was finally sealed, and Sweetgreen was born. Sweet green today boasts of having stores in the Northeast’s major cities and their suburbs including Boston, New York, Philadelphia, and Washington. Sweetgreen provides foods that are fresh and healthy with most of their products coming from local farmers and purveyors.
Sweetgreen is not just a place to buy food but is also a social, sexy, smart and local place which also serves great line of juices and throws a music festival every year. According to Dold, the head of digital marketing at Sweetgreen, people do not buy what you do but rather the way that you do it. Sweetgreen has five fundamental core values in which they live up to.
The first value is serving the customer and community because they have a stake in the company. The second value is the idea of sustainability where decisions should be long-term and everything done should last longer.
Another important value is the concept of keeping it real where everything should be authentic. Adding the sweet touch from the company’s name Sweetgreen was also part of the values and finally is to make an impact.
Nathaniel Ru is the co-founder and CEO of Sweetgreen. He attended Georgetown University McDonough School of Business where he graduated with a BS in Finance in the year 2007. Nathaniel and some of his friends from Georgetown University started Sweetgreen in 2007.
‘Sweetgreen is a fast-casual seasonal kitchen that focuses on sustainability and local sourcing. Sweetgreen has grown to more than 27 locations in six states in the US and is still expanding to the west coast.